Launching a new product can be as daunting as scaling the jagged cliffs of Scotland’s Dunnet Head. Today’s new-product failure rate is between 40% and 80%. Why? It could be bad timing, poor marketing support, or simply inferior product performance. But there’s another factor that often gets overlooked – having a sales force that’s not crystal-clear on its goals as it hits the road. Read More
So, your company is coming up on a milestone anniversary: whether it’s 10, 25 or 50 years, it’s a significant accomplishment. As a marketer, you want everyone to know about it, right? Here’s the reality: Outside of your employees, nobody cares.
B2B marketers must come to grips with one reality of our unique space: adequate, let alone comprehensive, market research often doesn’t exist. Why? Small, nuanced markets and indirect sales channels are the nature of the B2B world. Nevertheless, marketers still need information to help them make the tough, timely decisions that produce positive results. But how? Read More
It happens to writers, musicians and artists. And, yes, it happens to marketers, too.
We call it marketer’s block. It’s that moment when you find yourself and your brand at a standstill, constantly questioning what’s next and lacking the insight to set your course.
The problem is that stagnancy and success don’t mix. To move the needle, you need to make moves.
But what do you do when you don’t know what to do? Read More
We know. “Steal” is such an ugly word. But if you have big goals for 2016, and lack the marketing budget to make it all happen yourself, you have to do something to get things done.
Think about it. Marketing touches every part of your organization, so why not (okay, let’s say) “borrow” funds from other departments? Here are some tips on where to find extra dollars, and how to convince other areas that “sharing” budgets can help achieve mutual goals.
A competitive analysis is a critical step in brand-building in the B2B space. However, B2B market research often doesn’t exist and performing a deep review is time-intensive. It’s easy to veer into the weeds and lose track of your ultimate goal. That is, unless, you follow these five steps to a comprehensive competitive review. Read More
As you gear up for your marketing planning, the “do more with less” mandate doesn’t have to be a pipedream. The secret? Growth hacking—a new modus operandi that’s disrupting the B2B marketing world as we know it.
For the unfamiliar, growth hacking (or growth hacker marketing) has its origins in start-ups. It’s a mindset born out of the need to skyrocket growth as fast as possible, using unconventional resources, on a limited marketing budget. Read More
You may know me as a master of napping and determined scrounger of treats, but I’ve learned a thing or two about marketing in my time. It’s not just bones and squeaky toys here. There’s some real knowledge in this pooch.
In celebration of my 12th birthday, I’d like to give you a rundown of the top five marketing lessons I’ve learned at Tartan Marketing. Read More
It’s almost that time of year again when we celebrate dads. You know, those guys who taught us how to ride our bikes. Who taught us how to fix things around the house. Who taught us that a boo-boo on our knee wasn’t the end of the world. And who always had our backs. No matter what.
Dads are pretty cool—and pretty smart, too. They’re full of life lessons, like the ones listed above. They also taught you some great insights on marketing, if you were paying attention. Read More
With Mother’s Day right around the corner, we’re reminded of the importance of showing those we value some love. But don’t forget about those special people you value at work, too. And no, we’re not talking about Wendy in accounting. We’re talking about your customers. You know, those people who, without them, your business wouldn’t exist. The ones your mission statement says you’re dedicated to serve. The ones you went through hoops to win over.
Yeah, they matter—and you have to prove this to them every once in a while. Why? Read More